It feels like the concept of ‘corporate culture’ has been around for ages – but in fact the phrase was only coined in the 1980’s by the brilliant Edgar Henry Schein. A renowned professor at the MIT Sloan School of Management where he studied extensively the field of organisation management.
Schein understood that ‘culture’ was intangible … abstract. You can’t touch it and yet it is constructed of many elements of assumption and expectation – from tangible ‘artifacts’ (his words) through to values and assumed values.
It has never been as important for organisations to understand their cultural advantages because it’s also connected to their shared purpose and vision - the reason that everyone comes into work each day.
Technology can quickly erode competitive difference - of the 500 firms in the Fortune 500 in 1955, only 60 still exist today.
Culture embodies and conveys the deeper sense of meaning and shared purpose that’s increasingly the enduring ‘hook’ that attracts talent. So invest in understanding and articulating your corporate culture – as a key dynamic within your employer brand.
Creating and showcasing a positive and welcoming company culture is imperative these days. Not only does this tactic attract new employees, but with how focused Millennials and Gen-Z consumers are on brand identity, it’s also beneficial in attracting these customers as well. If you create an inviting culture and find an effective way to showcase it, then you can secure lifelong customers and truly invested employees. We know all of this can seem like a daunting task, so we've asked 12 experts from Forbes Agency Council to share their top tips and help you figure out the best strategy for your company.